From the British tabloid Daily Mail:

"Sometimes we forget just how short and precious our time on this planet really is. It's for this reason that John Lewis's new television ad seems to have struck an uncharacteristic chord.

You won't find many people admitting to crying over the usual flood of formulaic adverts on our screens - yet this 'moving' ad has got Britain talking - and sobbing into their breakfast bowls.

At 91 seconds long, and costing £6 million, the ad shows the the life cycle of a woman from birth to old-age - infancy, a girl's birthday party, a clumsy kiss in a university corridor, marriage, pregnancy, parenthood and the path into old age."